E-Malt.com News article: 4515

United Kingdom: Carlsberg has recently announced that it is to launch Carlsberg Export Extra Cold across the trade. It is currently being rolled out in preparation for the summer backed up by a £15m marketing campaign, The Publican commented on March 24. Extra Cold technology has been a massive success for standard lager over the last year. Statistics produced by AC Nielsen have shown that brands such as Carlsberg Extra Cold, Foster’s Super Chilled and particularly Carling Extra Cold, have actually driven category growth.

However, this is the first time that a premium lager has been furnished with the Extra Cold technology. Carlsberg UK says that on-trade trials have been “exceptionally encouraging”.

Doug Clydesdale, managing director for brands and sales at Carlsberg UK, said: “Currently, category growth is being led by Extra Cold and we’re confident that Carlsberg Export Extra Cold will repeat the positive impact of Carlsberg Extra Cold and add category and brand sales to pubs and clubs which install it. We look forward to our customers enjoying a hot summer for Extra Cold beer.”

All this comes after Coors Brewers revealed it is to further innovate in the category by providing consumers with an even colder pint than Carling Extra Cold provides.

After four years of tests it is about to unveil technology that will give customers a sub-zero temperature pint of Carling. Aimed at premium outlets, the new technology will serve Carling at –2 degrees C and will leave “lager crystals” on the rim of the glass, giving “a real element of theatre to the experience”, according to John Holberry, on-trade sales director at Coors.


27 March, 2005